Here’s the challenge. From a digital perspective, how can professional sports teams better engage with fans? To date, the primary focus has been on social media. Players and even teams have Facebook pages, Twitter & Instagram accounts. But, what does that type of engagement really mean?

Let’s say I follow Tom Brady. That benefits me as a fan, but from a team’s perspective, so what? I suppose in theory, my following Tom keeps me more connected to the New England Patriots, ...